MUMBAI: Sports footwear company Reebok has tied up with the film Goal as it deals with soccer. The estimated deal value of this partnership is worth over Rs 200 million.

Rebbok provided the soccer team in the film with gear. Reebok sponsored the sport apparel and footwear for the entire South Hall United Team in the movie.

Reebok is present in multiple scenes because it fits in naturally with the movie. It is now making the same gear available in the form of merchandise, available in 535 Reebok stores across the country.

A 30 seconds co-branded television commercial was created. It was also aired during the India – Pakistan one day series to widen the reach of the association to the cricket crazy audience across the country.

Radio is also being used. A Radio Spot tells listeners to check out the Rbk – Goal collection of merchandise available at Reebok outlets across the country

What’s my Goal? is a live contest that invites people to define their goals; it is also being aired across Radio City and Fever FM stations in Delhi, wherein best responses are being gratified by means of Reebok gift vouchers. Fans can also visit the Reebok site to shop for Goal merchandise.

Reebok is also doing activities in the malls and multiplexes. Its shoe design stickers, leading from the lift to the Reebok kiosk, greet people once they enter the multiplex and mall area.

On display at the kiosk are the Goal Reebok apparel worn by mannequins along with Goal – Reebok standee.

GroupM worked closely with Reebok to conceptualise these activities. GroupM ESP senior director-entertainment Vinit Karnik says, “The idea was conceived by the team at GroupM ESP keeping in mind brands’ positioning and script of the film. Personality of the leading characters in the film reflects the brand’s communication ‘I Am What I Am’ which makes this association strategic to its target audience.

“The scale of this association is by far the biggest in the business of cinema as the infilm association has been amplified through various touch points, concluding with merchandising the product through 535 Reebok retail stores. Reebok’s association with Goal is not just a tie-up; it’s a partnership of two industries, Corporate and Entertainment.”